The Countdown Is On: A Procrastinator’s Tuesday Webinar... · 2018-11-06 · collaborators...

The Countdown Is On: A Procrastinator’s

Guide to #GivingTuesday

November 6, 2018

Presented by:

© 2018

Have questions?

• We will send out full recording after

webinar

• Use the question box in the

GoToWebinar panel to ask

questions throughout the training

© 2018

Daniel Morgan

Chief Marketing Officer,

Project Healing Waters Fly

Fishing, Inc.

Jamie McDonald

Chief Strategy Officer,

#GivingTuesday

Arielle Gart

Marketing and Outreach

Manager, GuideStar

4 #givingtuesday @genero_city

J a m i e M c D o n a l dC o m m u n i t y C a m p a i g n s S t r a t e g y ,

# G i v i n g T u e s d a y

3 Weeks to go.

It’s not too late for a great #GivingTuesday

5 #givingtuesday @genero_city

I am like you. I ’ ve been a l eader and a par tn er w i th l eader s .

G E T R E A D Y F O R # G I V I N G T U E S D A Y

#givingtuesday @genero_city

6 #givingtuesday @genero_city

• Local impact. Global movement.

• Give together.

• All kinds of giving are valued: time, skills, voice, money.

• Inclusive of all kinds of partners.

• Emphasis on creativity and collaborations.

• Leaders from expected and unexpected places.

Deeper themes

resonate here and

across the globe.

I t ’s #Giv ingTuesday, not fundrais ing Tuesday.

G E T R E A D Y F O R # G I V I N G T U E S D A Y

7 #givingtuesday @genero_city

The Facts.

7

8 #givingtuesday @genero_city

Still on the fence?

#GivingTuesday is one of only three days each year where donors look for nonprofits to support.

G E T R E A D Y F O R # G I V I N G T U E S D A Y

9 #givingtuesday @genero_city

12 2748

116

177

301

2012 2013 2014 2015 2016 2017

Reaching scale.And still just a fraction of overall global generosity.

Online Giving in the US on #GivingTuesday ($millions) $300mm from 2.5 million

gifts in the US

G E T R E A D Y F O R # G I V I N G T U E S D A Y

10 #givingtuesday @genero_city

&

Breaking records. Raising more.Moving the needle.

G E T R E A D Y F O R # G I V I N G T U E S D A Y

11 #givingtuesday @genero_city 11

#GivingTuesday: Biggest day of year.

12 #givingtuesday @genero_city

Don’t underestimate the power of small gifts

$5.00

$2.3 billion

How do you nurture your Michael Bloomberg?

G E T R E A D Y F O R # G I V I N G T U E S D A Y

13 #givingtuesday @genero_city

GivingTuesday data show that this day is an absolute bonanza. It brings in twice as many new donors as December 31, three times more than a typical day during disaster relief, and over 13 times more than a typical day.

“ “

Sticky Donors

Source: Classy.org

# L a s t C h a n c e W e b i n a r O N # G I V I N G T U E S D A Y

14 #givingtuesday @genero_city

A GATEWAY TO GIVING FOR YOUNG PEOPLE AROUND THE WORLD

# L a s t C h a n c e W e b i n a r O N # G I V I N G T U E S D A Y

15 #givingtuesday @genero_city

16 #givingtuesday @genero_city

17 #givingtuesday @genero_city

It’s not too late. 7 steps to success.

17

18 #givingtuesday @genero_city

What works.

I N S P I R E D L E A D E R

T h e l e a d e r i s t h e m o s t

i m p o r t a n t f a c t o r i n a

c a m p a i g n s

A U T H E N T I C I T Y

B r a n d , a p p r o a c h a n d m e s s a g e

t h a t r e s o n a t e s w i t h

s u p p o r t e r s

C L E A R , B I G G O A L

A g o a l t h a t p r o v i d e s t h e

f r a m e w o r k f o r y o u r c a m p a i g n

d e c i s i o n s a n d i n s p i r e s

i n v o l v e m e n t

C O L L A B O R AT I O N

C o m m u n i t y a n d s k i l l - b a s e d

c o l l a b o r a t o r s a m p l i f y t h e

c a m p a i g n

Why are some leaders and campaigns more ef fect i ve ?

G E T R E A D Y F O R # G I V I N G T U E S D A Y

19 #givingtuesday @genero_city

1. Goal Party theme

G E T R E A D Y F O R # G I V I N G T U E S D A Y

20 #givingtuesday @genero_city

What’s the right goal?

Your checklist

☐ Dollars

☐ Donors

☐ New Donors

☐ Young Donors

☐ Monthly Givers

☐ Social Followers

☐ Give Back

☐ Volunteers

☐ Event Participants

☐ Donated Goods

G E T R E A D Y F O R # G I V I N G T U E S D A Y

21 #givingtuesday @genero_city

2. Storytelling: land the helicopter.

22 #givingtuesday @genero_city

2. Zero in on theme and iconic story

Your checklist

☐ Specific program, project,

or type of giving

☐ Tagline to use throughout

campaign

☐ Iconic story of client, staff

person, volunteer

☐ Support with data

☐ Incorporate matching

challenge

☐ Tie to year-end appeal

G E T R E A D Y F O R # G I V I N G T U E S D A Y

23 #givingtuesday @genero_city

3. Gather assets: visuals, video

Your checklist

☐ #GT Campaign Logo

☐ Images tied to iconic story

☐ Video

☐ Infographic

☐ Fun, social images of staff

and clients

G E T R E A D Y F O R # G I V I N G T U E S D A Y

24 #givingtuesday @genero_city

Belief statement: We believe that no student should have to choose between food and learning.

You Statement: You can help us stock the pantry so that no CCBC student has to make that choice.

Opportunity statement: Are you with us?

NEED HELP MAKING AN INSPIRING ASK?

Example: School that is raising funds to build a food pantry for students. Campaign launches with story of a student who was hungry. Then…

Your checklist

☐ Identify and share your

core BELIEF statement

☐ Identify and share your

YOU statement

☐ Identify and share your

OPPORTUNITY statement

☐ Visual and text call to

action (blue button)

G E T R E A D Y F O R # G I V I N G T U E S D A Y

4. Create a single, crystal clear CTA

25 #givingtuesday @genero_city

5. Go through your donor’s experience

Your checklist

☐ Start with a test email and

go all the way through the donor giving experience.

☐ Donate on a computer, a tablet and a phone.

☐ Be critical: Would you feel good giving to your org?☐ Identify and fix the pain points.

G E T R E A D Y F O R # G I V I N G T U E S D A Y

26 #givingtuesday @genero_city

6. Kickoff campaign with key audiences

Your checklist

☐ Plan a kickoff event for your

internal team.

☐ Plan event or first outreach for external supporters

☐ Launch across all channels

with iconic story and

awareness building

☐ Send at least 3-4 emails in

the ten days leading up to #GT

G E T R E A D Y F O R # G I V I N G T U E S D A Y

27 #givingtuesday @genero_city

7. Plan the big day. Make it fun!

Your checklist

☐ Assign roles

☐ Have a party room where

staff can gather

☐ Plan outreach across all

channels: phone, email, text,

social

☐ Lots of food to keep up the

energy

☐ Track and share progress

☐ Celebrate reaching your goal

G E T R E A D Y F O R # G I V I N G T U E S D A Y

28 #givingtuesday @genero_city

When it comes

down to it, we’re

all working for

communities that

are stronger,

safer, smarter,

healthier…and a

more generous

and just wor ld.

G E T R E A D Y F O R # G I V I N G T U E S D A Y

Can a last minute #GivingTuesday campaign really work?

Yes!

Daniel Morgan from Project Healing Waters Fly Fishing, Inc. will share how it worked for them.

Campaign Creation: Organic and Paid

#GIVINGTUESDAY

SET GOALS & OBJECTIVES

How will you measure success?

GETTING STARTEDDesign your message

Tell your stories Provide sharable content

Frame the message to be bigger than wordsActivate your community – it takes a team!

You can’t control your message on social media, but it’s important to nurture and steer it

ORGANIC STRATEGYActivate CommunityEmpower ChampionsFAQsLanguageStyle GuideContentScheduleRetention Plan

PAID STRATEGYIdentify platform strengthsLeverage opportunitiesIdentify Target AudiencesSet Schedule Set budgetsRetention planMutually supporting Cross-channels efforts

EXECUTIONFollow scheduleMonitor trendsJoin ConversationsHighlight ChampionsReal-time tracking of KPMsFlexibility to drive resultsFocus on Retention after #GivingTuesday!

© 2018

Daniel Morgan

Chief Marketing Officer,

Project Healing Waters Fly

Fishing, Inc.

Jamie McDonald

Chief Strategy Officer,

#GivingTuesday

Arielle Gart

Marketing and Outreach

Manager,

GuideStar

Questions?

www.guidestar.org

Presented by: